Proving there’s nothing he can’t do, Canadian favourite Ryan Reynolds has been named the new face of Armani Code, one of the design house’s men’s fragrances.
The new print and video campaign, featuring the “Deadpool” star, will make its debut in February along with the launch of a new addition to the scent line, Code Absolu.
“I love Armani. I love the timelessness of the brand. There’s something incredibly cinematic about campaigns like this, and because of that fact it feels like a natural fit,” he tells WWD. As part of the campaign, Reynolds will star in a short film directed by cinematographer and “The Handmaid’s Tale” director Reed Morano.
“Scent is one of the most powerful types of memory. When I was a kid, my dad wore a cologne that’ll never leave my psyche — for both good and bad reasons,” Reynolds, 42, explains. “Scent is important to me. Scents can bring you back instantly to a childhood memory, a relationship, a moment in your life. They bring you back to moments of great transitions, to the moments as you grew up in the world. Scent is a very distinctive stamp. It is part of our psyche.”
In addition to buying Portland-based gin company Aviation Gin last year, Reynolds has several other projects on the go in addition to his Armani Code campaign. He’ll next appear in the Pokemon movie “Detective Pikachu” as the voice of Pikachu and in Michael Bay’s Netflix action film “6 Underground”.